Repositioning some household favourites

Hain Daniels, owner of Sun-Pat peanut butter, has a pedigree stretching back to 1871. Its groceries range includes jams, marmalades, jellies, honey, mincemeat and fruit fillings, many of which retail under well-known and long-established brand names.

Reaffirming a brand’s position

We have worked on a variety of projects for Hain Daniels, but were initially retained to reinvigorate its Sun-Pat peanut butter brand. With a powerful heritage in the peanut butter market, the company wanted to reaffirm the brand’s position within the consumer arena, particularly with parents and their children.

Spread the energy

We recommended a series of tactics under the banner #SPREADTHEENERGY to ensure there was a red thread to maintain momentum and drive brand awareness.

We partnered with Olympic long-jump champion Greg Rutherford to ‘Spread the Energy’ and engage with parents running a series of competitions across print and digital media. The competition saw hundreds of sports teams enter for the chance to win £1,000-worth of new kit and equipment. The overall winner attended a training session with Greg and a motivational talk on nutrition in sport.

From a strategic perspective, it was critical to ensure an even regional spread, so we commissioned research to uncover teen snacking choices and the way in which these choices affect their motivation to get out and get active. We supported this with a radio day that saw Greg discussing the issue on radio stations up and down the country.

Throughout the campaign we supported activity across social media and underpinned it with a partnership with ‘mummy blogger’ network Britmums to host a Twitter party. In tandem with this, we placed a series of strategic advertorials and ‘exclusive’ interviews with Greg in target media.

Generating a buzz on social media

Following the success of this fully integrated campaign, we were asked by Hain Daniels to generate a buzz for another of its household favourites – Hartley’s jelly – and raise awareness of its convenient lunch-sized snack pots during the back-to-school period. We implemented an influencer campaign with an influential parenting blogger who was able to advocate on behalf of the brand. We backed this up with research data to add credibility and developed meal plans, lunchbox tips and advice from a leading nutritionist.

Providing a press office for the Hartley’s brand

The Hartley’s brands are well-known household names with regular new and exciting product launches. KISS was tasked with supporting the Hartley’s ranges so that Hartley’s would be the first brand that comes to mind for journalists and consumers when they think of jams and jellies. By creating a strong core press office function and focusing on key calendar dates, the agency was able to build relationships with its advocates – journalists and bloggers – and deliver a strong stream of coverage.

The coverage ensured that the consumer is consistently reminded of Hartley’s versatility, through an impressive collection of recipes and its innovation through product placement. Six months of press office activity has secured a total reach of 19 million, with 36 pieces of coverage secured across national, lifestyle and blog articles.

Micro-influencer partnership

Based on these two successful awareness-raising projects, we were briefed by Hain Daniels to showcase its Dream brand’s range of milk alternatives. We developed a micro-influencer campaign involving an interactive cookery evening in partnership with Honestly Healthy blogger Natasha Corrett. We invited food and lifestyle boggers to attend the event to test the product and create recipes – those who attended were encouraged to share their own ‘dairy alternative’ recipes online with their followers.

Our work with Hain Daniels across these brands involved fully integrated campaigns with our creative team developing ideas in close partnership with our content and PR team. We were able to demonstrate a breadth of expertise across all content channels and help re-establish the credentials of some firm household favourites.

Re-establishing credentials

Our work with Hain Daniels involved fully integrated campaigns across a number of its brands, with our creatives developing ideas in close partnership with our content and PR team. We were able to demonstrate a breadth of expertise across all content channels and help re-establish the credentials of some firm household favourites.